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Using the European Football Championship 2024 as a company
We analyze practical examples
How you as a company can use the European Football Championship 2024 for your marketing – that’s exactly what our latest episode is all about. Ali and Argin analyze well-known practical examples such as Deutsche Bahn, CHECK24 and SIXT to find out who is using the EM cleverly for their online marketing.
Using Euro 2024 as a company - why you should do it
The European Football Championship 2024 offers companies a unique opportunity to promote their brand and attract new customers. As one of the biggest sporting events in the world, the European Championship attracts millions of fans who are intensively involved with the tournament and are open to suitable marketing campaigns. In this blog article, we show you how you can use Euro 2024 profitably for your company.
No connection to soccer? - How to use the EM anyway
To give you an idea of how companies can integrate the European Football Championship into their marketing strategy, let’s first take a look at some practical examples. These show that there are many creative ways to benefit from the EM.
One successful example is the Kish Restaurant in Frankfurt am Main. They have absolutely nothing to do with the European Championships and don’t even show the games in their own pub, but have cleverly used the trend theme as a hook. Because it is precisely this fact that they express. No European Championship games are shown in the Kish Restaurant, the owner makes it clear that people should not call to ask about them. The result: 140,000 views (as of 19.06.2024).
Using the European Football Championship 2024 as a company - practical example "Deutsche Bahn"
Another way to integrate the European Football Championship into the marketing campaign is to use the term “EM” as an eye-catcher. Many companies use this trick to draw customers’ attention to their offers. For example, an eBakery employee and simultaneous Photobox provider advertised special offers around the “European Championship photo session” and was thus able to benefit from the increased attention. Large corporations such as Deutsche Bahn also use the European Football Championship to advertise their products. For the 2024 European Championships, Deutsche Bahn is planning to offer special deals for its Bahncard. The aim is to encourage soccer fans to plan and book their trips to the European Championships by train.
Using the European Football Championship 2024 as a service provider
Not only the sale of products, but also services can be linked to the European Football Championship. The fitness studio FITSEVENELEVEN, for example, is already advertising special EM offers to appeal to fans who want to get fit for the tournament. The fitness studio chain advertises that it offers a week’s free training for every European Championship goal scored by the German national team.
Another example is CHECK24, which sent out free World Cup jerseys if you signed up for the campaign.
Apparently, more than 6 million people did just that. But what is the strategy behind it?
Gaining leads through the European Football Championship 2024
An important factor when planning your EM campaign is, of course, the financial aspect. How much do you need to invest to generate new leads? It is worth taking a look at the cost-benefit ratio here. Experience has shown that campaigns around major events such as the European Football Championship are significantly more expensive than traditional advertising measures. However, you can also reach significantly more interested parties thanks to the high reach and relevance. The exact costs depend on many factors, such as the chosen form of advertising, the duration of the campaign and the competitive situation. Generally speaking, you can expect to pay between €10 and €50 per lead for ads, social media posts or other digital formats. However, prices can also be significantly higher for traditional advertising media such as posters or radio spots. At CHECK24, on the other hand, the lead costs will be significantly lower due to the jersey promotion. A very successful marketing campaign. In addition, every wearer of the shirts, e.g. on fan miles. Indirect marketing, as the company name is clearly recognizable on the shirt.
Viral marketing practical example "SIXT"
One company that has been known for very creative social media posts, but has so far refrained from viral EM campaigns, is SIXT. One example of a creative, fast and polarizing social media campaign is the “Baerbock Jet Post”.
In it, SIXT made direct reference to Annalena Baerbock’s jet breakdown by posting the statement that the Foreign Minister would have arrived safely at her destination in a BMW 7 Series from SIXT. This practical example shows that topicality, speed and humor can be the key to viral success.
Have eBakery develop your social media strategy
The 2024 European Football Championship therefore offers companies a unique opportunity to promote their brand and attract new customers. Whether with creative campaigns on social media, special offers tailored to the target group or the clever use of the EM term – there are many ways to benefit from the great interest of the fans. Use this opportunity to take your online marketing to the next level. However, if you need help with this and have not yet worked out a strategy for Instagram, TikTok & Co., we at eBakery will be happy to help you as a social media agency.
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